POV Beauty CEO Ani Hadjinian breaks down how creator intuition, community feedback and social commerce are reshaping beauty’s growth playbook.

Consumers are demanding value, which only made it more crucial that brands got the lead-up to Black Friday and Cyber Monday right this year. Brands like Brooklinen, Tecovas and Made In adopted slightly different strategies to ensure they made their value proposition clear to customers in the weeks and months leading up to Cyber Week.

The fragrance space is more competitive than ever, and it’s a category in which holiday sales are particularly crucial. This year, fragrance brands are turning to more experiential activations and dispersing their scents in public spaces to bring customers in.